Dr. Robert Cialdini & Steve Martin are co-authors (together with Dr. Noah Goldstein) of the New York Times, Wall Street Journal and Business Week International Bestseller Yes! 50 Scientifically Proven Ways to be Persuasive.

Potential or Reality! When it Comes to Influencing Others, Whatâ€™s More Persuasive?

Whether you are looking to position your company as the obvious choice for that lucrative new contract or to position yourself as the obvious choice for that new promotion an important part of your influence strategy will be to highlight your previous experiences and past accomplishments. The skills you have developed and the successes you have achieved can serve as important pointers serving to persuade future customers and employers alike to choose your organization or you.

But when it comes to convincing others,Â doesn’tÂ prospect beat precedent? And as a result wonâ€™t people be more persuaded by your potential to deliver forthem in the future rather than the success you have had delivering for others in the past.

When it comes to the business of influencing others, where should you focus most of your attention – describing the realities of your past, or communicating your potential to deliver in the future?Â

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